Yes, it sounds like a conspiracy theory. But maybe our phones really are listening to us | Arwa Mahdawi

Big brands already know far too much about us. But Cox Media Group's Active Listening' software adds a whole new layer of creepiness

Conspiracy theorists of the world, rip off that tinfoil hat and take a bow: you were (kinda) right. Despite the fact pretty much everyone has a story involving chatting about something only to see an ad for that something pop up on a device, the idea that your phone actively listens to you has long been dismissed as silly. After all, brands don't need to eavesdrop like that - they already have access to millions of data points that build up a detailed picture of your habits and predicted purchases.

But just because brands don't need to listen to your conversations, it doesn't mean that there aren't companies figuring out creepy new ways to mine your data. 404 Media, a tech-focused news site, recently got hold of a pitch deck from Cox Media Group (CMG), touting its Active Listening" software, which targets adverts based on what people say near their device microphones. The presentation doesn't specify whether this voice data comes from smart TVs, smart speakers, or smartphones but the slide where it extols the power of voice (and our devices' microphones)" has a picture of people looking at their phones.